OUR 2020-24 STRATEGY FOR CRICKET THIS STRATEGY WILL BE DELIVERED IN PARTNERSHIP WITH THE GAME
Cricket is a game that unites communities and improves lives. It has been inspiring generations for hundreds of years. Whether through the drama of a Test Match, a tight finish at a local club, or a game on the beach or in the park, cricket has been evolving all the time as the world has evolved around us.
In England and Wales our game has never been in a better position: we have 2.5 million players, 10.5 million followers and over one million people attending cricket annually. Our Women’s team are World Champions and our Men’s ODI team are ranked number one in the world. Our Test Match audiences are the envy of the cricketing world.
We have firm foundations upon which to grow; a strong county network covering England and Wales, new broadcast partnerships delivering greater reach and revenue, and commercial partners who share our vision of the power of cricket. In short, we have an unprecedented opportunity to support the core, grow the game and make sure that cricket remains relevant for generations to come.
This plan has been built in partnership with the whole game and the whole game will ensure its success. It is a plan that will be delivered by County Cricket Clubs and Boards. It balances the need for the sport to continue to serve its loyal fans with extending cricket’s appeal – particularly to younger audiences and women and girls. It will see more invested in our sport than ever before, with initial investments of at least £½ billion going into the county and recreational game.
The competition for cricket has never been greater as the global battle to capture our attention intensifies. The world is changing WELCOME FROM around us; by 2030 it is forecast that 88% of us will live in towns and cities, technology and connectivity is transforming our choices for how we spend our leisure time, and attention spans are shortening. TOM HARRISON Modern society expects diversity and inclusivity, not as a ‘nice-to- have’ but as a pre-condition of any business. We cannot not duck ECB CHIEF EXECUTIVE the realities of the challenges we face or the opportunities we have.
This five-year plan for 2020-24 sets six clear priorities for how we OFFICER tackle those challenges and outlines a range of key activities. It is also a plan that can adapt and flex to the fast pace of change. And crucially, it respects and protects the traditions of the game that we all value, whilst setting out how we can attract the next generation of fans who are the future of the sport. It will give the whole game a bright future.
All of this will be delivered in partnership with the game, united behind a clear purpose: to connect communities and to inspire current and future generations through cricket.
INSPIRING GENERATIONS 2. 3. OUR STRATEGY TO INSPIRE GENERATIONS
Cricket in England and Wales has seen strong growth since the launch We will deliver on cricket’s purpose and of the strategic framework for the game – ‘Cricket Unleashed’ – in 2015. ambition through six priorities:
‘Inspiring Generations’ builds on the strong foundations laid by ‘Cricket Unleashed’, and this document lays out the strategy to GROW AND NURTURE THE CORE grow cricket in England and Wales between 2020-24. Ensure that there is a thriving county network at the heart of the domestic game
At the heart of this strategy is a single unifying purpose, which gets to the core of what the game can do for society both on and off the field. This is coupled with an ambition for what success looks like by the end of this strategic period INSPIRE THROUGH ELITE TEAMS to ensure that our game is in an even stronger position than it is today. Create and celebrate the heroes at the pinnacle of the elite game
MAKE CRICKET ACCESSIBLE Give more people the opportunity to engage with cricket more often OUR PURPOSE: WE CONNECT COMMUNITIES AND OUR 2024 AMBITION: ENGAGE CHILDREN AND YOUNG PEOPLE IMPROVE LIVES BY INSPIRING A GENERATION INSPIRED Inspire a new generation of players and fans to develop a love for cricket PEOPLE TO DISCOVER AND SHARE TO SAY THAT THEIR PASSION FOR CRICKET ‘CRICKET IS A GAME FOR ME’
Cricket is a special game. Fast and slow. Long and Our single biggest challenge during this period is TRANSFORM WOMEN’S AND GIRLS’ CRICKET short. An art and a science. A test of body and mind. to inspire a new generation to believe that ‘cricket is Drive cricket’s progress to becoming a truly gender-neutral sport A team game, where individuals perform. It is a simple a game for me’. We want to encourage more young game, with layers of complexity. people to form a lifelong relationship with cricket from an early age, to be passionate about the game And whilst it is just a game, it is also so much more throughout their lives, and to pass this passion on SUPPORT OUR COMMUNITIES than that. for generations to come. Use our purpose to connect communities and improve lives more broadly across society It has respect, resilience and leadership at its heart, Beyond just a new generation, we want people and allowing the game to transcend age, gender, race communities to be united by the feeling that cricket is and ability. It connects communities and improves a game for them. This transcends simply participating, lives by bringing people together, and binds them volunteering, following or attending, and gets to the through a shared passion for cricket. It delivers heart of how people perceive cricket – as a game that profound mental, physical and cultural benefits has something to offer everyone. Underpinning the six priorities will be measures taken to and can help to positively shape the individuals, secure the long-term sustainability of the game. The global communities and societies involved. and domestic sports market is dynamic and ever-changing, so It allows everyone to discover their own unique passion we must ensure that cricket in England and Wales has strong for the game – the moments and memories that are passed on for generations. structures and robust finances both now and in the future.
It is these qualities that we want to harness. We will ensure cricket’s purpose is at the heart of all of our decision-making so that the game itself can thrive, whilst also driving positive social change.
Girls and boys, women and men, young and old, in the inner cities and beyond the suburbs; cricket is a game that belongs to us all. We will work as one game to take cricket forward, unified by this belief.
INSPIRING GENERATIONS 4. 5. CRICKET TODAY
Cricket has been played in England and Wales for over five centuries. The passion for the game across the length and breadth of the land has ensured that it is a distinct and valued part of our cultural heritage. But what does cricket in England and Wales look like today?
18 First Class 42,000 County clubs (FCCs) Volunteers, including 10,000 officials
20 NOW IS THE TIME TO National 6,500 County clubs Recreational cricket clubs BUILD ON CRICKET’S (formerly Minor Counties) STRONG FOUNDATIONS Colin Graves, ECB Chairman 39 MCC Cricket Boards Marylebone (CCBs) delivering the Cricket Club recreational game locally
England Teams Charitable We have put in place the strong foundations needed to grow cricket in England and Wales. Today, we are 29 (Men’s Red Ball, Men’s White Ball, internationally respected by the other national cricket boards for the progress we have made in increasing our Premier Leagues partners reach and revenue through our new broadcast partnerships, for nurturing a strong domestic game and for our Women’s, Physical Disability, Learning Disability, Visually Impaired, Deaf) forming the top tier Chance to Shine international on-field success. This success will ensure that we continue to have a significant role to play in of club cricket and Lord’s Taverners shaping the future of the global game, working closely with the International Cricket Council (ICC) and other 7 national cricket boards. All of this gives us the strong platform we need to deliver this new strategy.
Men’s Ashes victory World Record white-ball scores 1.2m Children ICC Women’s World Cup in 2015 and #1 ranked Men: 481/6 – 50 Over (June 2018) M K % winners in 2017 2.5 213 30 ODI team Women: 250/3 – IT20 (June 2018) Players 460k through Women South Asian Chance to Shine
Strong growth Year-on-year growth in Over four million children 9.4m Adults in participation for M the number of women have come through Chance M 50 1.7 5-8 year olds through 10.5 Average age Subscribers to ECB playing cricket to Shine since 2005 All Stars Cricket Followers 1.1m Children (vs 34 globally) YouTube channel
82% Male M % 500 million+ video views Launch of South Asian New strategic partnerships M 2.4 115 on ECB digital channels Action Plan in May 2018 with Sky and BBC 1.1 Total annual Growth in T20 Blast Attendees (Unique) 94% White British attendance (2018) attendance since 2012
INSPIRING GENERATIONS 6. 7. WHAT WE FOUND
The Insight The Opportunity
GROW AND NURTURE THE CORE
The 39 cricket clubs and boards are the primary delivery partners for cricket, covering both the professional and recreational game. Sustain and grow the role of WHAT WE DID a thriving county and club The geographic spread and local knowledge of these delivery partners gives us a great cricket network opportunity to inspire a passion for cricket across the length and breadth of England and Wales.
In designing this strategy for the whole game in England INSPIRE THROUGH ELITE TEAMS and Wales, we embarked on extensive research across four areas that directly impact cricket: Young people are inspired by individual heroes performing and entertaining at the highest level. Cricket’s heroes have a unique platform to inspire generations, both at a local level and on the Maximise the impact of international stage. winning elite teams across • Societal trends including changes in our communities, new technologies Developing more winning teams and connecting heroes with fans will inspire more people to the whole game say that ‘cricket is a game for me’. and shifting consumer habits
• Global sporting trends that characterise the role sport plays in our world MAKE CRICKET ACCESSIBLE • Global and domestic cricket trends that illustrate the way our game is changing Whilst a popular sport, cricket appeals to a narrow demographic of our increasingly urban, Broaden the demographic modern and diverse society. We must do more to encourage a broader cross-section of people of cricket’s player and • Conversation and debate with people in the game across England and Wales, to engage with cricket, and make it more accessible for those who already do. follower base from County Chairmen and CEOs, to the volunteers who make cricket happen A shifting digital and media landscape – characterised by changes in global media markets and the prominence of social media – provides fresh opportunities to engage in different ways Grow cricket’s digital with new and existing audiences. Cricket must embrace new opportunities to connect with presence to engage with players and fans. more players and fans
156 400 ENGAGE CHILDREN AND YOUNG PEOPLE meetings with County Chairmen and CEOs people from the cricket family engaged Not enough young people are given the opportunity to create an affinity with cricket during their during eight regional workshops childhood. Whilst 1.2m children are playing cricket, many of these do so just once or twice a Encourage more young year, and there are even fewer young fans of the sport. people to engage with Young people have different expectations, and cricket must do more to build a sustainable cricket on a regular basis relationship with those under the age of 16, starting with play.
100K+ 100s of millions TRANSFORM WOMEN’S AND GIRLS’ CRICKET current and potential cricket fans engaged data points analysed 51% of the population is female, but women and girls are under-represented at every level of cricket. through surveys and focus groups Increase the representation Changing this is the game’s biggest growth opportunity, as has been shown through the of women at every level increasing numbers of women and girls playing recreationally, and the growing profile of the of cricket elite women’s game.
Through this extensive research, six key opportunities emerged for cricket’s priorities. If we can take advantage of these opportunities by meeting the biggest SUPPORT OUR COMMUNITIES challenges we face during the course of this strategy, then we will deliver on our ambition to inspire a generation to say ‘cricket is a game for me’. 81% of 16-30 year olds believe a successful business needs to have a genuine purpose that benefits society. Develop cricket’s role as a vehicle for delivering Cricket has a unique opportunity to use its purpose of connecting communities and improving positive social impact lives to make a positive difference in our modern and diverse society.
INSPIRING GENERATIONS 8. 9. THE STRATEGY
INSPIRING GENERATIONS 10. 11. THE STRATEGY
OUR PURPOSE
We connect communities and improve lives by inspiring people to discover and share their passion for cricket
OUR 2024 AMBITION
A generation inspired to say that ‘CRICKET IS A GAME FOR ME’
2020-24 PRIORITIES AND ACTIVITIES
GROW AND ENGAGE TRANSFORM INSPIRE THROUGH MAKE CRICKET SUPPORT OUR NURTURE CHILDREN AND WOMEN’S AND ELITE TEAMS ACCESSIBLE COMMUNITIES THE CORE YOUNG PEOPLE GIRLS’ CRICKET
• Create an Infrastructure • Increase investment in the • Broaden cricket’s • Double cricket participation • Grow the base through • Double the number of Investment Fund for FCCs county talent pathway appeal through the in primary schools participation and facilities volunteers in the game The Hundred investment • Introduce a new Community • Incentivise the counties to • Deliver a compelling and • Create a game-wide Investment Fund for FCCs develop England players • Create a new digital coordinated recreational • Launch centres of approach to Trusts and and CCBs community for cricket playing offer from excellence and a new Foundations through the • Drive the performance age five upwards elite domestic structure cricket network • Invest in club facilities system through technology • Install non-traditional and innovation playing facilities in • Develop our safeguarding • Invest in girls’ county age • Develop a new wave • Develop the role of urban areas to promote safe spaces for group cricket of officials and National Counties Cricket • Create heroes and children and young people community coaches (formerly Minor Counties) connect them with a • Continue to deliver the • Deliver a girls’ secondary new generation of fans South Asian Action Plan school programme • Increase participation • Further invest in in disability cricket county competitions • Launch a new participation product, linked to the • Drive governance reform The Hundred across the whole game
SUSTAINABILITY
REVIEW AND CHALLENGE INTRODUCE A GAME-WIDE BUILD RESERVES COMMERCIALISE THE STRATEGY THE GAME’S COST-BASE LEADERSHIP PROGRAMME
INSPIRING GENERATIONS 12. 13. GROW AND NURTURE THE CORE
GROW AND NURTURE THE CORE
We will ensure that there is a thriving county network at the heart of the domestic game
The county network is the bedrock of cricket in England and Wales. It provides the foundations for progressing the game at every level, from children picking up a bat and ball for the first time at their local club, to future England heroes developing their skills in elite domestic competitions. To ensure there is a thriving county network at the heart of the domestic game we will invest in protecting and enhancing the strengths of the county system for generations of players, staff, members and fans, now and in the future.
As part of the renewed County Partnership Agreement between ECB and the cricket network, there will be at least £450m of direct funding to the network guaranteed for the full five-year period.
clubs and boards are the heart T20 Blast and soul of elite and recreational attendance in 2018 39 cricket across England and Wales 931K (growing year-on-year)
of clubs say improving years old facilities is an opportunity the average age of a 76% they are excited about 52 cricket club pavilion
We will: This means:
Cricket in Yorkshire Investment into FCC venue infrastructure will is an awful lot stronger Create an Infrastructure Investment Fund for FCCs ensure that cricket players and fans have a as a result of the great experience collaborative approach Investment into community-based initiatives “that we now have. Introduce a new Community Investment Fund designed by ECB members will enhance and for FCCs and CCBs grow cricket’s relevance locally Mark Arthur Chief Executive Officer, Yorkshire CCC Improvements in club facilities will enhance the Invest in club facilities experience for players and families at recreational cricket clubs
Back in 2013 Yorkshire CCC Chief Executive, Mark Arthur, realised that the different Support will be provided to ensure that players Develop the role of National Counties Cricket cricketing organisations within Yorkshire, while all having a positive impact, were across England and Wales have an equal opportunity (formerly Minor Counties) operating in siloes without the joined-up thinking needed to help cricket in the county to develop, regardless of location thrive. The Club, Board and Foundation were brought together to ensure that people who play, watch and love the game of cricket across Yorkshire have a one-stop-shop for all their needs. The merger has connected all areas of the game within the county and The primacy of existing First Class competitions will created clear roles, better results and greater diversity. Further invest in county competitions continue to be championed and rewarded
Cricket organisations will become more Drive governance reform across the whole game representative of the communities they serve
INSPIRING GENERATIONS 14. 15. INSPIRE THROUGH ELITE TEAMS
INSPIRE THROUGH ELITE TEAMS
We will create and celebrate the heroes at the pinnacle of the elite game
Grassroots and the elite game go hand-in-hand; every county and England player begins their journey on a local pitch. In turn, as the highest profile ambassadors for the sport, elite teams and players have a unique platform to set the standard that engages and inspires both on and off the field. On the field, we will invest in the talent development systems that drive high performance and produce winning performances across county and England teams. Off the field, the next generation of players will be inspired by the heroes of today. We will do more to connect young people to the stars across Men’s, Women’s and Disability cricket who perform and triumph on cricket’s biggest domestic and international stages.
months the time that England England home win record Men have spent as the number % since 2008 one ranked Test team since 1980 70 (vs 170 months for Australia) England away win record 12 44% since 2008
of currently centrally contracted England Men’s Individual sporting superstars The academy at Essex players came through often have a larger social following than the % county academies team they play for was the first time where 100 I understood the values, commitment, dedication We will: This means: “and sacrifice it took to build a career in The performance system will be a consistently high professional cricket. Increase investment in the county talent pathway standard across the domestic game, giving more players the opportunity to develop their talent Ben Foakes Surrey and England Counties will be rewarded for fielding more England- Incentivise the counties to develop England players qualified players in domestic professional competitions
Performance will be lifted through new technologies Ben exemplifies the talent and dedication needed to get to the top of the game. Drive the performance system through technology which enhance player development and improve He started playing cricket aged six for the colts at Frinton-on-Sea before graduating and innovation through the Essex academy system. This academy experience supported Ben’s selection decision-making development alongside his international opportunities with England at Under 19 and Lions levels, as well as an overseas placement. Heroes will be given the best platform to develop their Create heroes and connect them with a new In 2018 he helped Surrey to their first County Championship in 16 years, before scoring talent, and a new generation of fans will be inspired by generation of fans a century in his first Test match for England, making him only the second English wicket- the performances of these heroes on and off the field keeper to do so on his Test debut.
INSPIRING GENERATIONS 16. 17. MAKE CRICKET ACCESSIBLE
MAKE CRICKET ACCESSIBLE
We will give more people the opportunity to engage with cricket more often
Cricket is a sport with a significant presence in England and Wales, with over 10m followers and 2.5m players, and the game is fortunate to have a loyal fanbase who watch all forms of cricket. These fans tend to be older than the global average, and are more likely to be an affluent white male than they are to represent any other demographic group. We want to broaden this loyal base to make cricket more representative of our modern and diverse society. We want to encourage a broader cross-section of our population to discover and share their passion for cricket by making playing and following the game more accessible, so that more people are inspired to say that ‘cricket is a game for me’.
of Test match tickets sold By 2030 it is projected that 88% of us are junior tickets will live in towns and cities. Currently just 3% (average attendee age = 47) 10% of cricket clubs are located in high population density areas.
Digital Connections of cricket’s recreational player 80% of 12-15 year olds own a 30% base is South Asian smartphone, and over 55s are the of professional cricketers fastest adopters of smartphones Cricket is more 4% are South Asian relevant than ever in today’s society. We We will: This means: “need to make sure it’s accessible, sustainable The Hundred, with games broadcast on Sky and the Broaden cricket’s appeal through the and supporting hard-to- BBC, will create a new gateway into cricket New Competition reach communities. (see pages 28-31 for more detail)
Arfan Akram Director, East London Building a new digital community will optimise Create a new digital community for cricket the online cricket experience for players and fans, Cricket Limited and bring it together in one place
The installation of non-turf pitches and urban cricket Install non-traditional playing facilities centres will give more people living in urban areas in urban areas the opportunity to play cricket Born and raised in East London, Arfan knows all about the importance of providing cricketing facilities in urban areas. He has worked with Essex Cricket in the local community to install non-traditional playing facilities across East London that have benefitted thousands of recreational players. An ongoing commitment to the plan launched in 2018 Continue to deliver the South Asian Action Plan Arfan is the development lead on the first pilot urban cricket centre in Leyton, a purpose- (see ECB South Asian Action Plan document for full details) built site that will create an indoor cricket hub at the heart of the local community.
More people will be given the opportunity to play Launch a new participation product, linked to cricket through a new participation product that will The Hundred provide a gateway to becoming a regular cricketer
INSPIRING GENERATIONS 18. 19. ENGAGE CHILDREN AND YOUNG PEOPLE
ENGAGE CHILDREN AND YOUNG PEOPLE
We will inspire a new generation of players and fans to develop a love for cricket
Inspiring a new generation of children and young people to say ‘cricket is a game for me’ is fundamental to the future health of our game, and giving this new generation the opportunity to play the game is critical in inspiring them to discover and share their passion for cricket. We will continue to build on the foundations of All Stars Cricket and participation in schools to enable more young people to pick up a bat and ball for the first time. Together the game will deliver a clear, sustainable and safe pathway to make sure young people can continue to play cricket into their adolescent years and beyond.
A detailed plan for cricket’s approach to participation in schools will be released in 2019.
of current players Cricket is the 8th first played cricket most played team sport in school 95 % before age 16
Cricket reflects our ‘Playing cricket at school’ 4 million school values of is the most frequent cause for children played through Chance to Shine since 2005, teamwork, respect for having an interest in the game 14% of whom go on to join a local club each other, cooperation, “and communication. Our children love We will: This means: cricket and you can see More children will play more cricket in primary their confidence levels schools more often through cricket’s overall schools increase when they play. strategy. This will cover primary and secondary Double cricket participation in primary schools schools in the state and independent sectors, building on our strong ongoing relationship with Tyrone West Chance to Shine and working with County Cricket PE, Health and Development Leader Boards, to ensure the success of this investment. Denbigh Primary School, Luton
More young people will play recreational cricket, as the game will provide the right formats at the right Deliver a compelling and coordinated recreational age and in the right environment, from first contact playing offer from age five upwards in schools and clubs through to adult cricket. This Denbigh Primary School was named ‘School of the Year’ in the 2017 Chance to Shine will include a greater focus on transitioning children Awards. The school is in one of the most disadvantaged areas in the country, but playing from primary school to club cricket. cricket in partnership with Chance to Shine has had a huge impact. Academically, Denbigh Primary School recently recorded its best ever SATs results, whilst also As more children engage with the game, appropriate improving pupils’ health and wellbeing. Cricket has also helped the school have its Develop our safeguarding to promote safe spaces support will be provided to keep children and young most successful year ever playing competitive sport. for children and young people people safe in cricketing environments
INSPIRING GENERATIONS 20. 21. TRANSFORM WOMEN’S AND GIRLS’ CRICKET
TRANSFORM WOMEN’S AND GIRLS’ CRICKET
We will drive cricket’s progress to becoming a truly gender-neutral sport
Women and girls represent the biggest growth opportunity for cricket. Our vision is to make cricket a game that is truly gender-neutral, with women and girls being properly represented across the whole game. This means investing in the development of every level of the game – from girls experiencing cricket for the first time to heroes at the pinnacle of the elite game, alongside supporting female coaches, officials and administrators. We are fully committed to this long-term vision, and this strategy represents the next steps to achieving it.
We will invest at least £20m into transforming women’s and girls’ cricket by the end of 2021, with an ambition to invest £50m during this strategic period. A detailed action plan for transforming women’s and girls’ cricket will be launched in 2019.
fans attended of cricket’s adult a sell-out ICC Women’s World recreational playing 27K Cup final at Lord’s in July 2017 17% base is female There has never been a more exciting time for a of women female professional young girl to come into say there is no cricket players available for them (vs 120 in Australia) cricket. England’s win in 35% 22 “the 2017 ICC Women’s World Cup final created We will: This means: a huge surge of interest
and this new strategy Focusing investment on improving club facilities Grow the base through participation and and creating welcoming environments in clubs will and investment will facilities investment accelerate that further. encourage recreational play amongst women and girls
Lisa Pagett There will be a greater focus on developing talented Women & Girls Development Officer, Launch centres of excellence and a new elite female cricketers within centres of excellence across domestic structure Gloucestershire Cricket Board the country, playing both T20 and 50-over formats
More talented girls will have the opportunity Invest in girls’ county age group cricket to develop into elite cricketers Thanks to the immense hard work and dedication over the last decade by Lisa Pagett of Gloucestershire Cricket Board, the south west of England has become one of the hotbeds of women’s and girls’ cricket, with growth in all areas of the game. As well as being the General Manager of Western Storm – who won the Kia Super League in 2017 – Lisa is a Level Four coach and her involvement with Gloucestershire extends from Girls in secondary school will be given more the senior county team through to the grassroots. Deliver a girls’ secondary school programme opportunity to play cricket in school beyond primary age
INSPIRING GENERATIONS 22. 23. SUPPORT OUR COMMUNITIES
SUPPORT OUR COMMUNITIES
We will use our purpose to connect communities and improve lives more broadly across society
Cricket has a unique ability to connect communities and improve lives. It is a sport that transcends generations and has the ability to reach beyond social boundaries in a way that few other sports can. In a world where what organisations stand for matters more than ever, we want to use our purpose to support the communities that cricket serves; this means the game playing a central role in supporting the people who volunteer, play and coach across cricket and the wider community to realise their full potential. By bringing our purpose to life, we will create a positive impact across our modern and diverse society, and the game itself will thrive.
As part of making a positive difference to our society, we will work with organisations that support causes that cricket can have the greatest impact on.
of clubs claim a lack of highlight the recruitment of volunteers is a barrier 59% volunteers as a major issue 73% for growing women’s cricket Our family-oriented club wouldn’t run without increase of the 39 cricket boards volunteers. No-one gets in disability cricket have charitable trusts “paid for anything, but 72% participation since 2015 20 or foundations that’s not what it’s about. We do it for the love of the game and to ensure We will: This means: that we are there for the community. A stronger, more diverse volunteering workforce Double the number of volunteers in the game will underpin the delivery of cricket, whilst also developing their own life skills Amy Carnwell Volunteer and Community Coach Oakamoor CC, Staffordshire Create a game-wide approach to Trusts and The creation of a national approach to Trusts and Foundations through the cricket network Foundations will maximise cricket’s social impact
More coaches and officials who are part of their Develop a new wave of officials and community will be trained and developed to deliver community coaches Amy was named Young Volunteer of the Year at the 2018 NatWest Outstanding Service and support cricket locally to Cricket Awards (OSCAs). She follows in the footsteps of her parents who are also volunteers at an inclusive village club that is at the heart of its community. Epitomising how volunteers carry out a number of roles, Amy is committee member and, as a Greater support will be provided to encourage more qualified ECB Level Two coach, she coordinates a thriving junior cricket section at the Increase participation in disability cricket people to play recreational disability cricket club whilst also managing the women’s and girls’ softball sessions.
INSPIRING GENERATIONS 24. 25. THE HUNDRED AND HOW IT ALL FITS TOGETHER
INSPIRING GENERATIONS 26. 27. 19% of non-cricket fans would take a greater interest in cricket if matches were easier to understand
Half 21M as many people people in ‘sporty families’ in the UK, the attend cricket in the majority of whom describe cricket as UK than attend rugby ‘boring’ and ‘inaccessible’
75% of young families want activities that take under three hours
50% THE HUNDRED of attenders at BBL matches attend with family vs 30% The Hundred will be targeted most prominently at a diverse of attenders at T20 Blast matches attend with family family audience, giving children and young people the opportunity to experience cricket with their families, many of whom will already be fans of the sport. Cities The competition will be a new and exciting domestic tournament to be launched in 2020, aimed 1 in 3 Young people are at broadening cricket’s appeal. It is proposed to be played in a 100-ball format for both men’s and 7-15 year olds who already like cricket, women’s competitions. It will feature many of the best players in the world, representing eight increasingly likely city-based teams over a five-week period, and will show the game at its intense, incredible best. “don’t understand all of the rules so to identify with the might not watch a whole game” city that they live in The whole competition will be on Sky, and there will be a minimum of 11 live games on the BBC, including the men’s and women’s finals. This takes live cricket back to free-to-air TV for the first time in 15 years. The greater reach this will generate for cricket will inspire participation.
The Hundred is of central importance to inspiring a new generation to say that ‘cricket is a game for me’, and is the result of extensive research across current and potential cricket fans. 68% Cricket is joint 2nd of sporty families most-popular team sport in the UK with are not cricket 10.5m followers (alongside rugby) followers
INSPIRING GENERATIONS 28. 29. HOW IT ALL FITS TOGETHER
The Hundred will sit alongside cricket’s other professional formats, as the game seeks to balance serving its core players and fans, and growing to new audiences.
All of our professional formats serve an important purpose in inspiring generations to say that ‘cricket is a game for me’. Whether it’s the ebbs and flows that characterise enthralling days of Test and County Championship cricket, or the hard-hitting fireworks of the white ball game, professional cricket has something for everyone.
COMPETITION PORTFOLIO
CRICKET IN ENGLAND AND WALES
The traditions of the game, Prestigious international cricket Fun vibrant events that can appeal its competitions and clubs, for fans who follow and love to both our current fans and for proud county followers their national team those discovering our game
COUNTY ONE-DAY TEST ONE-DAY INTERNATIONAL T20 THE CHAMPIONSHIP CUP SERIES SERIES T20 BLAST HUNDRED
INSPIRING GENERATIONS 30. 31. INITIAL FINANCIAL COMMITMENTS AND MEASURING SUCCESS
INSPIRING GENERATIONS 32. 33. INITIAL FINANCIAL COMMITMENTS UNDER THIS STRATEGY
This is a national strategy that will be delivered at a local level. It will balance the delivery of activities across all our priorities to serve our current audiences and support our growth ambitions for the game. We will do this together through a decentralised approach, underpinned by a renewed understanding with the cricket network, formalised through the County Partnership Agreement.
The financial commitments we are making as part of this strategy reiterate the county network’s role as the primary delivery partner for cricket, and put the sustainability of the network as its first priority.
The initial strategic investments that we are committing to are:
£450m of direct funding to the network guaranteed for the full five-year period £380m directly to the cricket network: MEASURING SUCCESS - £325m to FCCs
- £55m to CCBs In order to track our progress, there are four Key £70m in investment funding, comprised of: Performance Indicators (KPIs) that we will measure, - A £50m Infrastructure Investment Fund for FCCs which will be baselined throughout 2019.
- A new £20m Community Investment Fund for FCCs and CCBs These are: This commitment represents a 60% increase on current direct funding levels
And 1. Number of people in England and Wales who believe
£67m in strategic investments in the network ‘CRICKET IS A GAME FOR ME’ for the first two years of the strategy The number of people playing, volunteering, attending, watching This investment covers 22 of the 26 activities in the strategy, including or following cricket investing in club and non-traditional playing facilities, increasing participation in primary schools, and transforming women’s and girls’ cricket.
And 2. Perception of cricket The percentage of people who have a positive perception of cricket £255m of committed investments into centrally administered strategic activity to futureproof the game 3. Young people engaging with cricket
This investment covers investing in The Hundred, digital, The total number of people under the age of 16 engaging with cricket and building central reserves for the game. 4. Women and girls engaging with cricket The total number of women and girls engaging with cricket To ensure financial prudence, adaptability and flexibility in a fast-changing world, future investments will approved by the ECB Board on an ongoing basis. SOURCES FOR THIS DOCUMENT: Data ECB analysis | Two Circles analysis | Sport England Active Lives Photography Getty | Tom Shaw | Phil Greig | John Bolloten | Chistopher Lanaway
INSPIRING GENERATIONS 34. 35. INSPIRING GENERATIONS 36.